PRIVACY: Mark Zuckerberg apologized. Now he has to fix Facebook for real.

After two months of public beating, punctuated with a combined 10 hours of testimony before three congressional committees in Washington, Zuckerberg spent his time on the F8 stage signaling that things were going to change.

It started with his uniform. Gone was his years-old dress code of hoodies, grey T-shirts and blue jeans, swapped out for a more mature sweater and dark pants.

Zuckerberg’s announcements were peppered with a newfound restraint too. For 14 minutes, nearly half his speech, Zuckerberg talked about data privacy, election integrity and fact-checking articles posted to the site. When Zuckerberg finally got to announcing new features for Facebook, like a dating service to take on Match.com and Tinder, he immediately noted it was designed with “privacy and safety in mind from the beginning.”

He even scooped his own presentation, announcing 85 minutes before the F8 festivities began a new feature to clear people’s web and app histories from Facebook. “One thing I learned from my experience testifying in Congress is that I didn’t have clear-enough answers to some of the questions about data,” he said. “We’re working to make sure these controls are clear, and we will have more to come soon.”

Fixing Facebook “for real” would involve adopting a new business model which, given the company’s profitability, seems unlikely in the extreme.